Pure Junk Food

Built on the philosophy that any line of Hasbro action figures will translate to the big screen with lucrative results (à la Michael Bay's Transformers), G.I. Joe: The Rise of Cobra is exactly the type of overblown, loud, mindless summer blockbuster it clearly aspired to be - a cartoonish actioner of ornately costumed good vs. evil with large explosions, plenty of CGI, very few nuances and some woeful acting. The filmmakers behind G.I. Joe visibly intended to replicate what a 10-year-old boy's imagination might conjure up while playing with his action figures, and the result is an action film highlight reel that's pleasing to the eye but not to any other organ. On this note it's an awful movie by any standard, but it's also a great deal of fun.

For those unaware, G.I. Joe is not a person - it's an organisation (a bit like the X-Men, except the G.I. Joes gain superpowers through technology and training rather than innate ability). General Hawk (Quaid) is the one who presides over this elite unit of warriors. The plot, so to speak, concerns the Joes whose mission is to defend a bunch of cutting edge NATO weapons from an evil organisation. The bad guys plan to steal these weapons and use them to destroy strategic global targets in an effort to (what else?)...take over the world! Of course, none of this detail matters because the whole storyline is an excuse to showcase action sequences that'll just be interrupted by a poorly-placed flashback or a silly joke.

G.I. Joe: The Rise of Cobra is virtually wall-to-wall action, delivered at such a brisk pace that the lull is very noticeable during brief breaks for exposition. The dialogue is expectedly risible, while the story is at once elemental and incomprehensible; jumping from 1640s France to the near future before zipping to Tokyo 20 years earlier, and so on. The screenplay (credited to five writers) is a clichéd mess of fanboy pandering (the famous "knowing is half the battle" line is of course spoken) which struggles to introduce a cumbersome roster of one-note characters while a world domination scheme unfolds that wouldn't pass muster in the most self-indulgent efforts of the James Bond franchise. The script also spends an absurd amount of time on flashbacks that help establish all the characters in the Joe universe. Half the bad guys were originally good guys, the Cobra back-story is turned into a chintzy soap opera, and the origins tale of Snake Eyes is compressed into a few short flashbacks (usually concerning fights between two kids). Even despite the attempts to offer an origins tale for most of the protagonists, they remain as plastic as the toys that inspired them. Sure, expecting character development in a G.I. Joe motion picture is foolhardy, but tension and excitement in action movies are tied to the viewer's ability to root for the protagonists - and it's hard to root for underdeveloped characters.

On the other hand, G.I. Joe: The Rise of Cobra is a devilishly fun and entertaining guilty pleasure. Why? Because it gets it - it knows the pedigree it wants to be, and it pursues it. All that's missing from this film is the hands of an 8-year-old on the screen making the characters move. Director Stephen Sommers only operates in one gear; infusing G.I. Joe: The Rise of Cobra with a blistering pace that makes it somewhat easier to overlook the film's numerous shortcomings. The atmosphere of unapologetic cartoonishness is exacerbated by the eye-rolling overuse of computer-generated special effects, with the pervasive lack of reality reinforcing the film's proud status as a big-budget summer blockbuster.

In any case, this film is far better than Transformers: Revenge of the Fallen - not because it's more creative or thoughtful (it isn't) but because Sommers is a more sure-handed director than Michael Bay. An audience may not have a great deal of emotional investment in the action, but at least it's comprehensible (the camera never experiences a sudden seizure). Admittedly, too, the action sequences are frequently exhilarating, and the inclusion of several better-than-expected set-pieces (like a breathless chase through the streets of Paris) allow the film to be far more fun than it should be. Yet the quality of the CGI is inconsistent (at times bordering on photorealism, at other times embarrassingly phoney), and the climax erodes interest by splicing together a few hundred concurrent battles instead of just one conflict. While far too long at almost two hours, G.I. Joe is at least not as excruciating or unending as Transformers: Revenge of the Fallen.

The only aspect of G.I. Joe: The Rise of Cobra which does resemble Transformers is the attempt on the part of the filmmakers to have it both ways - to make it as childish and blood-free as possible to draw in kids and obtain a PG-13 rating for maximum profits (though it still underperformed at the box office), while also including enough shooting and violence to keep the older demographic entertained. Like most of Sommers' other work, it's impossible to take the deeply stupid material seriously, and it's therefore jarring that there's a semi-serious tone to everything. It's like Team America minus the winks and overt humour.

Unsurprisingly, G.I. Joe: The Rise of Cobra features atrocious acting. Channing Tatum is the most glaring offender in the bad-acting department, with a performance that's beyond unconvincingly wooden. Sienna Miller is equally dreadful. An audience should become invested in the relationship between Tatum's Duke and Miller's Ana, but poor writing and lack of chemistry between the leads fails to sell the romance as anything more than a feeble plot element. Christopher Eccleston and Joseph Gordon-Levitt provide a few giggles; they understand they're playing cartoons, and have suitably hammed it up. Marlon Wayans is the film's comic relief, but he's only slightly amusing. Also in the cast is a stale Dennis Quaid, and a few actors from Sommers' The Mummy who are given small roles (Brendan Fraser, Arnold Vosloo and Kevin J. O'Connor).

The subtitle The Rise of Cobra is actually misleading - the Cobra doesn't bother to rise until the last few minutes. There are also loose ends dangling everywhere, which suggest the filmmakers were thinking of a sequel before producing this chapter. The film is therefore not a standalone entity but a tease for future instalments, which makes it an unsatisfying standalone experience before those sequels have been made.

If any film of 2009 has suffered bad buzz and worse marketing, it's G.I. Joe: The Rise of Cobra. The result is nothing excruciating, but at its best moments it's still entirely forgettable. Then again, the 10-year-old boys for whom the movie is tailor-made aren't seeking Oscar-calibre performances or anything thought-provoking. They want eye-candy and no-holds-barred action, which G.I. Joe delivers at mind-numbing pace. Is it perfect? Fuck no. It's rubbish. But it's still fun.

5.3/10